12 lessons from 12 months of ghostwriting, the tiller and imperfection

12 Lessons From 12 Months Of Running A Ghostwriting Business 

1. The offer matters more than the industry

Nearly every business needs a ghostwriter. But most advice focuses on finding the person. In reality, the offer matters more. Create something which is a painkiller which adds value and it’s hard not to sell.

2. Niche down

The internet is vast so you still need some guard rails on who to serve. They're usually an overlap of an area where you have expertise, a growing market, and businesses that have the cash.

3. Consistency beats clever

Systems and automations get thrown around a lot. The best system I've found is staying consistent which means also being realistic. Sending 10 cold Dm’s has got me more business than any hack.

4. Leverage Loom recordings

Quality over quantity is the game here. Sending an in-depth Loom offering free consulting to a prospect nearly always gets me a response.

5. Get a win early

The first paying client is there to change your belief, not your bank account. The sooner you find them, the sooner you move to the next level.

6. Keeping clients happy is the number one priority

It's a lot easier to sell to someone you're already working with. Overdeliver at every opportunity. This is how you create referrals and upsells.

7. Follow up forever

Unless someone gets mad and blocks me, I don't stop following up. People are busy and appreciate it (when done properly). You'll be surprised how many clients you can close just by staying in touch for a few months.

8. Experiment early on

Try different offers, projects and clients to gauge what you do and don't like. The sweet spot is what you enjoy working on in a space which scales.

9. Build runway

Profit to an entrepreneur is runway. Runway to test new niches, new ideas and focus on the long game. If rent is due then of course, take on what's available. Otherwise, learn to say no to things which don't align.

10. Invest in education 

Joining PGA was the best investment I've made. Building alone sucks. Having a community to bounce ideas and grow together speeds up the process and makes it more fun.

11. Lead generation and sales ability is how you grow

Business growth is a direct output from these two skills. Sure being a great ghostwriter matters. But you'll never find clients if you don't understand how to sell yourself.

12. Be patient and kind to yourself

Business is the ultimate self-development tool. Most problems are a personal problem. Be prepared to get uncomfortable and learn a lot about yourself. But don't forget to be kind along the way. It takes time to learn new things. Forcing the process doesn't add much value.

✍🏻 Need a ghostwriter? Let’s talk.

The Tiller 

“Fear and ego—in other words, ignorance—are keeping your hand on the tiller. Release the tiller for whatever reason, and the steering takes care of itself.” — Jed McKenna 

Oliver Burkeman talks about the process of surrendering control and being okay with imperfection as a long, tedious, unclenching process.

This is something I’m thinking about and experimenting with a lot.

The Jed Mckenna quote made me feel incredibly seen. The more I fixate on specific outcomes, the more I set myself up for failure.

Being okay with being imperfect doesn’t mean doing nothing. I’m all for throwing your weight behind goals and making stuff happen. But there’s a point where it becomes counterproductive, at least in the long term.

For me, it means:

• Prioritising the real work that matters

• Being consistent most of the time

• Focusing on what I can control

• Creating and learning quickly

• Seeing feedback as a gift

• Enjoying the journey

This feels incredibly alien for an insecure overachiever. But trying to control everything just results in more anxiety.

Learning to have fun and be okay with chaos has only resulted in more growth in my business and personal life. That’s the only proof I need.

Favorite reads and podcasts of the week ♥️

🎙 Oliver Burkeman returned to Modern Wisdom. This felt like a therapy session.

💰 Sam Parr has a new show called Money Wise. I love the concept of founders openly talking about their finances and normalizing that it’s okay to not be perfect. Check out this episode with Ryan Begelman.

📈 7 Habits Of Highly Effective People. I feel like I’m a little late to the party on this one, but it’s currently a goldmine for how to leverage myself more through delegation and prioritizing what’s important.

Until next week

Tom ✌️

P.S. Check out my blog where I throw up some essays from time to time.